Who doesn't love a luxury hotel with 24/7 service, an indoor swimming pool and a first-rate salon? Especially one that pampers guests with suites adorned with art, faux leather chairs, cozy mock-fireplace mantels, plush beds and 42-inch flat plasma screen TVs. Better yet, the ever-attentive staff tucks their guests in bed every night and sends them off to sweet dreams with their ears scratched and bellies rubbed.

Welcome to Wag Hotel, the $2 million resort for dogs and cats that opened in Redwood City last November. The exterior of the 24,000-square-foot upscale boarding facility even resembles a modest people motel - that is, until you observe the massive dog and cat murals clearly visible from the adjacent Highway 101.

Wag Hotel was co-founded in 2004 in Sacramento by Ritu Raj and Joel Leineke, business partners and animal lovers who were frustrated when they couldn't find a safe, clean and convenient place to leave their dogs when they traveled.

Inspired by luxury resorts, the businessmen recognized the enormous potential in upscale pet services and decided to develop a similar experience for dogs and cats. The pet lovers' belief was that animals deserve the same level of attention, and their owners deserve the peace of mind knowing that their loved ones are being well cared for.

In 2013, the American Pet Products Association estimated that U.S. pet owners spent $4.54 billion dollars in grooming and boarding. In addition, a 2011 survey commissioned by Milo's Kitchen, a dog treat company, found that 81 percent of pet owners consider their animals as full family members and 58 percent refer to themselves as their Fluffy's "mommy" or Fido's "daddy."

This explains why the concept of a resort one-stop boarding shop is so attractive, especially to young professionals who enjoy pampering their pets while postponing parenthood, empty-nesters and recent retirees with newfound time and money to travel.

All you need is love... and a biscuit

Personal attention coupled with creative activities makes Wag Hotel stand out. From grooming services and seasonal day camps to holiday-themed events, the hotel features activities that often sound geared more toward kids than canines. For example, during winter break, dogs took their pictures with Santa, made paw print ornaments, participated in ugly sweater day and wolfed down holiday cookies. They even played in the snow, thanks to a snow machine.

Wag Hotel also hosts community events, like the fifth annual Easter Egg hunt for dogs on April 12. The fundraiser for the Peninsula Humane Society/SPCA will be at at Red Morton Park in Redwood City.

Jo-Anne Hongo was a loyal client of Wag Hotel in San Francisco and more than happy to fight traffic driving up the Peninsula to board her first dog. The Redwood City resident was thrilled when she learned that her hometown would be the site of the hotel's third location.

"We've used other boarding facilities and none came even close," Hongo said. "The facilities weren't as clean or homey. Plus, the staff treats our new 10-month-old black lab, Marshall, in a way that we would expect a day care facility to treat and care for our toddler."

During all day play, the staff plays with, cleans up after and interacts with Marshall and his friends as if they're in pre-school, Hongo said.

"And yes, this includes 'time outs' for unacceptable behavior," she said. "Marshall comes home every day with a report card. We really appreciate their suggestions."

The two certified Wag Hotel trainers fill out the report cards each day. For an additional fee, a "guest" can also receive private training that is tailored to address specific needs. The boarding concludes with a consultation so owners can reinforce training at home.

When creating play groups, Wag Hotel also relies on a science-based approach, such as matching dogs for playgroups, said Jennifer Duryea, the hotel's general manager. Dogs aren't necessarily matched by size but more by temperament, Duryea said, which reduces the potential for injury and maximizes fun.

"There are a lot of big dogs, older or mellower, that aren't comfortable with the aggressive playing of large dogs," she explained. "Before any dog stays with us, we go through a thorough screening process with the client and look for red flags in their answers that tell us their dog might not be a good fit for a playgroup. One of our employees will walk the dog past others on leash to test his reaction, then introduce him into a low-energy playgroup and watch their body language. If there are no red flags, we'll let the dog join the appropriate group."

Wag employees receive extensive training, including a two-day orientation, working with a mentor, and taking multiple competency tests, Duryea said.

"Most applicants expect to hang out and play with dogs all day," Duryea said. "But it takes a lot of hard work to ensure our guests are safe, happy and healthy. Thankfully, we do find lots of career-minded animal lovers. Most of our employees spend months training and developing their techniques."

With Wag Hotels, the focus is on minimizing stress for the animal and owner. As an example, Duryea cited the Wag Cap, a drive-thru drop-off/pick-up service for canine day care clients offered at the San Francisco location.

"You pull in and we take your dog into day care for you. You never have to leave your car. Drop-off takes 30 seconds and it's the same for pick-up at night." The service will be introduced in Redwood City as the need grows.

Cleanliness is another notable attribute. Considering that Wag Hotel typically boards five to 10 cats and 40 to 90 dogs, the lack of animal smell is surprising. The hotel uses an epoxy coating on the floors, and a self-propelled machine scrubs the floor several times a day to keep it germ-free and clean-smelling.

About those rooms

You won't find cold crates or cages at a Wag Hotel. Owners eager to spoil their cats can choose from rooming options that include private, two-story cat condos with fluffy sleep sacks and a communal room with a scratching tree. Duryea also hopes to add multiple flat screen TVs for their feline guests to enjoy scenes of birds, small animals and schools of fish. For cats, prices range from $30 to $60 per night.

Dog rates range from $48 to $150 per night with options that range from basic rooms to suites that include premium plush bedding, customizable music choices for the perfect ambiance, sliding glass doors, and bedtime dog biscuits made with chamomile and ginger, thought to promote better sleep.

"Ultra Suites" feature a 42-inch, Skype-enabled TV, and private web cams that allow anxious owners to log-in and watch their dog 24/7. The hotel has 10,000 dog-appropriate movies, but clients can also request specific programs for their pups.

"One client was adamant that her dog likes 'Keeping Up with the Kardashians,' " Duryea said with a laugh. "Some dogs do seem to watch TV, but it's really more for the background noise. It makes them feel like they're at home."

After a busy day of swimming in the bone-shaped splash pool and romping in the two-hour play groups, most owners will log-in to the webcam only to find a snoring Fido sprawled across his orthopedic queen-sized bed made up with blankets and pillows designed to mimic the human bed he commandeers at home.

Jensen DeWees of San Mateo takes Barney, her rescued 10-month-old hound mix to the hotel, and she loves the web cam feature.

"I always assumed Barney hated sleeping there and would stay up all night crying, but he loves it," she said. "He goes right to bed and passes out because he's been playing all day. It sets my mind at ease to see that he's comfortable and happy. We don't have kids, so he gets a little spoiled," she confessed.

She added that when visiting family, they often pull up the web cam on their phones to share with their nieces and nephews.

"The kids go nuts! It's like putting on a movie," DeWees said. "They could watch Barney play all day, making up stories and conversations between the dogs. It's hilarious and mesmerizing."

Of course, there are always naysayers who will argue that an animal doesn't deserve the luxurious treatment offered at a Wag Hotel. But Duryea disagrees.

"We're coming from a positive standpoint," she said. "We're all animal lovers and do it because we care."

And Wag will continue pushing the envelope to find positive activities and offerings for their four-legged cliental.

"We want your pet to keep active and stay healthy," Duryea said. "If you care for your pet not as a possession but as a part of your family, this doesn't seem crazy at all," she reasoned. "It makes perfect sense."

Wag Hotel

Fifth annual Easter Egg Hunt for Dogs: Noon to 2 p.m. April 12 at Red Morton Park, Redwood City. The event will feature local pet vendors, a professional photographer, Easter-themed tattoos, prizes, raffles and more with the proceeds benefiting the Peninsula Humane Society/SPCA. For more information and tickets, call (650) 364-0800.